Purpose – This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased packaged goods markets, and propose the perceived brand relationship orientation concept as an additional...

Purpose – This is the first attempt to examine the theoretical and empirical linkages between franchisee personality traits and franchisee‐franchisor relationship quality. Design/methodology/approach – A self‐report online survey was used in this research to collect data from a random...

Purpose – Much of the success of a relationship marketing program rests on the consumers' choice to participate in a service relationship in the first instance. The purpose of this study is to examine the degree to which this desire of the consumer to engage in a relationship impacts on their...

Purpose – The purpose of this paper is to examine how consumers' personality (i.e. motivation for affiliation) and their perceptions about the company (i.e. identity attractiveness) and the relation they maintain with the company's employees (i.e. personal connection with salesperson)...

Focuses on business‐to‐business services and requirements for different types of quality in suppliers′ relationships with clients. Reviews the relevant literature in the areas of quality, relationship marketing and services. Goes on to classify quality and satisfaction in this area under...

Increased concentration within the retail trade may have great, egative consequences for a supplier if its relationship to a chain dissolves. The objective of this study is to develop an understanding of the way in which the supplier′s use of the marketing mix components (salesforce, product,...

Two important, although neglected, dimensions of market exchange are the temporal and the social. Exchanges, particularly those between organizations, may be thought of as embedded in a social framework which rewards continuity. Similarly exchanges between the same entities which recur over time...

Conceptual arguments favouring a relational rather than a transactional approach to the study of buyer‐seller relationships are now well understood. However, attempts to quantify the factors contributing towards relationship quality have been held back by the complexity of the underlying...

Discusses the theoretical and philosophical underpinnings of relationship marketing (RM) to show that RM is but one, albeit perhaps a major, manifestation of the ongoing paradigm shift in business and marketing. The rapid revolutionary changes in the economic and technological environment of...

The value concept is a basic constituent of relationship marketing. The ability to provide superior value to customers is a prerequisite when trying to establish and maintain long‐term customer relationships. Stresses the fact that the underlying construct of customer satisfaction is more than...